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Annual Giving ActivitiesAre An Investment In Future Returns
80/20 Rule
mysupermarketer.com
STOP GUESSING AT THE ASK
Stew
ards
hipRenewals
What’s an Annual Giving Retention Strategy?
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Campaign Executive Overview
425,406individuals asked
1,079,502total solicitations sent8,542
gifts
$863,467revenue
7,067donors
727%return on investment
$0.12cost per dollar raised
0.79%response rate
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Campaign Timeline
Q1 Q2 Q3 Q4July – September
Email sent July 21st
Mail dropped August 6th
October – December
Email sent Nov. 23rd & 26th
Mail dropped Nov. 24th
January – March
Email sent Jan. 26th
Mail dropped Feb. 16th
April – June
Email sent April 10th & 12th
Mail planned for May 15th
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Campaign Donor Demographics
18%of FY15 donors
21%of FY15 donor retention
MSU DonorStatus
Prim
ary
Reco
rd T
ype
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Campaign Revenue Distribution by College
College Current Donors Gift Count Gift Revenue
Episodic Count
Episodic Revenue
Broad College of Business 563 586 $54,714.20 0 $0 Col. of Agriculture & Natural Resources 709 747 $62,629.33 1 $5,000 College of Arts & Letters 198 202 $22,592.83 0 $0 College of Communication Arts & Sciences 196 206 $16,704.34 0 $0 College of Education 632 647 $57,989.30 0 $0 College of Engineering 377 392 $67,106.67 2 $31,000 College of Human Medicine 141 147 $39,089.17 1 $10,000 College of Music 208 218 $16,745.95 0 $0 College of Natural Science 511 541 $66,338.99 1 $10,000 College of Nursing 72 74 $4,549.17 0 $0 College of Osteopathic Medicine 106 107 $27,353.33 1 $10,000 College of Social Science 592 618 $47,779.97 0 $0 College of Veterinary Medicine 436 457 $49,853.99 1 $5,000 Graduate School 16 16 $1,125.00 0 $0 Honors College 146 151 $13,334.98 0 $0 James Madison College 97 107 $24,140.00 1 $5,000 Lyman Briggs College 44 45 $8,160.00 0 $0 MSU College of Law 4 4 $5,050.00 0 $0 Residential College in Arts & Humanities 4 4 $200.00 0 $0 College Total 5,052* 5,269 $585,457.22 8 $76,000.00
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Campaign Revenue Distribution by Units
Unit
Current Donors Gift Count Gift Revenue
Episodic Count
Episodic Revenue
4-H Foundation 0 0 $0 0 $0 Broad Art Museum 9 10 $518.33 0 $0 Broadcasting Services 115 137 $7,420.16 0 $0 Campus Planning and Administration 15 16 $1,015.00 0 $0 General University 1,723 1,776 $106,180.22 0 $0 Intercollegiate Athletics 407 452 $55,483.78 0 $0 International Studies and Programs 17 18 $955.00 0 $0 Libraries and Information Technology Ser 150 155 $14,741.20 0 $0 Lifelong Education 0 0 $0 0 $0 Miscellaneous 54 55 $4,181.67 0 $0 MSU Museum 23 24 $3,360.00 0 $0 MSU Press 1 1 $100.00 0 $0 Student Affairs and Services 328 345 $22,737.36 1 $5,000 University Scholarships 211 214 $36,887.04 0 $0 Wharton Center 67 70 $24,430.00 3 $15,000 Unit Total 3,120* 3,273 $278,009.76 4 $20,000.00
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Get Personal with Your Target Marketing
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Campaign Direct Mail Results
Overall: • 156,262 individuals asked• $845,130 revenue• 6,965 donors• $0.36 cost per piece
Target: • Lybunts & Sybunts without
current fiscal year giving
• Q4 direct mail not set yet.
Personalized to show your last unique gifts.
2.74%avg. response rate
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Campaign Basic Email Solicitations
Overall: • 344,802 individuals asked• $18,337 revenue• 152 donors• $0.00 cost per piece
Target: • Anyone without current
fiscal year giving.
< 0.05%avg. response rate
Results diminished after each subsequent message.
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Campaign Personalized Email Experiment
Email: • 1834 pieces sent• 28 gifts• $6,525 revenue
Target: • Those with FY14 and
FY13 online gifts withoutcurrent fiscal year gifts.
• Sent in April of fiscal year
We used the RID feature for web gift renewals to personalize.
1.53%response rate
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THERE IS NO PILE
Automation
